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Knowledge Management / / Medios sociales para comunicar la ciencia en el CIAT

Medios sociales para comunicar la ciencia en el CIAT

“La mayoría de las ideas fundamentales de la ciencia son esencialmente simples, y pueden, como regla general, ser expresadas en un lenguaje que es comprensible para todos”.

Esta frase se le atribuye al físico Albert Einstein y podría ser la premisa que la Unidad de Comunicaciones y Gestión de Conocimiento del CIAT ha empezado a compartir con los investigadores.

La idea es que a través de los medios sociales, es decir, aquellos medios de comunicación digital que no necesitan intermediarios, y que son excelentes plataformas para aumentar la visibilidad de los contenidos, los científicos empiecen a compartir, de forma efectiva y oportuna, los avances y resultados de sus investigaciones.

El CIAT emplea los medios sociales digitales, principalmente Facebook, Twitter, LinkedIn, Flickr, Youtube y Slideshare, para dar a conocer noticias y avances de investigación, y también comparte fotografías, vídeos, presentaciones, publicaciones, vacantes, y realiza reportajes sociales durante eventos, congresos y actividades institucionales.

Acercar la ciencia al público no especializado, así como a socios, donantes, colaboradores, comunidad académica, etc. y además lograr que los resultados de la investigación agrícola estén disponibles, sean accesibles y aplicables, son algunos de los objetivos que se esperan alcanzar a través de estos canales.

De investigadores a tuiteros

Un grupo de investigadores del Programa de Arroz del CIAT y del Fondo Latinoamericano para Arroz de Riego (FLAR) participaron, del 23 al 26 de febrero de 2015, en la XII Conferencia Internacional de Arroz que se llevó a cabo en Porto Alegre, Rio Grande do Sul, Brasil.


Junto con 460 participantes de 33 países, conocieron de primera mano, los avances que se han logrado en investigación y desarrollo tecnológico arrocero.

Pero su interés iba aún más allá. Si bien sabían que al evento asistirían científicos, investigadores, técnicos, productores, molineros y estudiantes, este grupo esperaba que muchas más personas estuvieran al tanto de los conocimientos y experiencias que contribuirán a afrontar los desafíos de un cultivo que alimenta dos terceras partes de la población mundial.

Por lo anterior, los investigadores manifestaron su interés de capacitarse para realizar un reportaje social durante la conferencia, es decir, para realizar un cubrimiento en vivo, a través de los medios sociales.

Se realizó entonces, días previos al evento una capacitación titulada: Twitter o el arte de aprender a conversar, donde los investigadores recibieron una serie de recomendaciones y buenas prácticas sobre el uso de esta herramienta.

Esta práctica, “aunque comenzó como algo espontáneo entre los asistentes, se ha ido incorporando como un servicio más en la organización de un congreso y es una prueba de cómo algunas redes sociales van calando y conquistando nichos en la comunicación de la ciencia” (Robinson, Delgado & Torres, 2010, p.241).

En Twitter básicamente se desarrollan conversaciones, y es a través de esta práctica que se intercambia información y conocimiento. Los 15 centros de investigación de CGIAR, incluyendo al CIAT, hacen uso de Twitter para compartir enlaces a sus propios contenidos en sitios web o blogs, fotografías, videos, etc., para difundir información institucional y para interactuar con otros centros y usuarios.

Los resultados y el impacto

Durante los 4 días de la Conferencia y gracias al aporte de los científicos del CIAT y FLAR se realizó un excelente reportaje social (Ver Storify).

En la conferencia se empleó el hashtag #ArrozLAC2015 (los hashtags se utilizan para etiquetar temas, noticias o eventos y así toda la información producida sobre ese asunto es más fácil de seguir), y gracias a esto, fue posible conocer el alcance estimado: 105.780 usuarios; es decir que se alcanzó el objetivo, y todo lo que sucedió en la Conferencia llegó a miles de usuarios.

A continuación indicadores que reflejan el impacto, el alcance estimado, los contribuyentes y el número promedio de tuits enviados durante la conferencia, así como el alcance y el número de enlaces e imágenes que se difundieron.

overview_stats_arrozlac2015p

El reporte, generado por www.tweetbinder.com, también nos ofreció una tabla de clasificación con los contribuyentes: los más activos, los de mayor impacto, los más populares y los que compartieron tuits originales.

ranking_contributors_arrozlac2015

Esperamos que más científicos de los Programas de Investigación del CIAT se interesen en el tema y podamos seguir contribuyendo a la comunicación de la ciencia y la investigación.

“Los científicos deben prepararse no sólo para ser investigadores, sino también para participar en la divulgación y comunicación pública de la ciencia, respondiendo a la necesidad de mejorar el acceso a la ciencia del público en general” (Casaux, 2008).

Más información:

Bibliografía

Casaux, D. (2008). La comunicación pública de la ciencia y la tecnología en la “sociedad del conocimiento”. Razón y Palabra, 13 (65). Recuperado de http://www.redalyc.org/articulo.oa?id=199520724004

Robinson, N., Delgado, E. y Torres, D. (2011). Cómo comunicar y diseminar información científica en Internet para obtener mayor visibilidad e impacto. Recuperado de http://ec3.ugr.es/publicaciones/aula_abierta2011.pdf

  • Eduardo Graterol

    Excelente reportaje María Fernanda, estoy sorprendido
    positivamente del alcance del reportaje social de la XII
    Conferencia Internacional del Arroz. Esta es una demostración de varias cosas,
    primero, del poder de las redes sociales para comunicar, segundo, que
    efectivamente la ciencia y la tecnología se pueden comunicar muy bien en 140 caracteres
    y hasta menos y tercero, del trabajo en equipo, porque esto fue posible por la capacitación
    que ustedes nos dieron, por la motivación de los “twitteros” y por el alcance que tenemos a través de nuestras redes de usuarios o “followers”, para hablar en lenguaje “twitter”.
    Pienso que no necesitamos hacer esto solo en los grandes eventos como la Conferencia Internacional del Arroz que se realiza cada cuatro años, sino que también en el día a día hacemos cosas grandiosas que puede interesar a muchas otras personas y las redes sociales
    pueden ayudarnos a darlas a conocer e intercambiar información.
    Gracias a todos por la experiencia y ojalá este sea un ejemplo a seguir por nosotros mismos y por otros grupos.

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  • simone staiger: Dear Bonnie, thanks for the good question (BTW I enjoy to read you on Twitter) What we did do is to carve out each domain to provide examples of activities. For example "Communicating about the programme, the science and results throughout the CRP lifecycle", we included Branding & identity to strategically position the CRP; Public awareness and media engagement; Telling compelling evidence-based stories about science process, progress and achievements; Linking results to the strategy & results framework across the CG system; Communicating for donor relations and fundraising We now want to consolidate feedback and develop for each domain a theory of change with some indicators that will hopefully help the writing teams in giving more details on the "what" and also on the required budget. I think you are right that the "how" should be explicitly addressed. We have a community of practice of comms and KM colleagues who share best practices and learn about new methods, approaches and tools. This would be a good place to work more on the "how" together.
  • BonnieKoenig: Simone - This looks like it was a great workshop - thank you for sharing. The conceptual framework and domains seem strong and hopefully will help communication & knowledge sharing to take the place it deserves in the CGIAR guidelines. I wonder how much you discussed the specifics of how this communication might take place? Were there any recommendations made for ensuring (or at least maximizing the chances) that the envisioned communication happens? (For example, sample organizational and network communication flow charts).
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  • Jeremy: Speaking as a private consumer of some CG outputs, I agree that a single entry page might not make much sense, even if it is only excerpts that feed elsewhere. To me, it would seem a lot like what I currently loathe about people and organizations who do use social media more to broadcast than to engage, which is the endless repetition of the same thing both within a single channel and across channels, often by "virtue" of automated sync systems. It is easy enough to plough through and ignore them, but it irks me having to do so. I would far rather see people tailor their broadcast messages to the channels through which they are broadcasting. As Peter says, re blogging, it takes more time that way, but the end product is better for it. Thanks for the post and discussion.
  • Sophie Alvarez: I like Peter B.'s analogy of sticking and jumping :) and i agree wholeheartedly that in our blogs and sites we have to concentrate not only on how to keep people reading us, but show them where to go for more good stuff... From the Peter C.'s sessions that i attended, i liked the real- life examples, the very practical tips and his friendliness delivering them. I now hope we can find ways to go more in depth into issues for the people who can potentially write blogposts in one of the already established blogs we have in CIAT, but who, as Peter C. says in comment here, underestimate how interesting what they have to say is. While not everyone needs to learn to run a blog, i think everybody, and i mean everybody! in our center has something interesting to say about their work and should be encouraged to share.
  • Peter Casier: Peter, I fully agree with you, and something I am similarly passionate about. Maybe the sentence "CIAT needs one large, active and dynamic entry point” needed some more explanation. Once upon a time, I worked for a large humanitarian organisation. Some projects (one of which was mine) started their own blog. In a minimum of time, we built an active community around the blog. It was playful, entertaining, informative, highly active and... soon became a thorn in the eye of the "corporate" media team. The blog was forcefully folded into the "corporate" website, buried in hundreds of other pages. We lost our identity, our community, and lost our eagerness to blog. What once was a blog, became a set of corporate web site "pages". That is not the way to go... The right approach, in my view, is the approach ILRI took, which is also the approach CIAT is taking: let the blogs bloom. Let each social network bloom. But also have one place where all those outlets are aggregated, as a single place where all content (preferably in "excerpts") can be found. This way the social networks can spill over from one social network to the other, and grow mutually. Otherwise, all individual blogs, remain individual efforts, isolated from one another... So we're on the same page!
  • Simone Staiger: Hi Peter, thanks for your comment. Don't get angry;-) the way we discussed at CIAT was the exact way you express it, but highlighting that we would like the homepage to be able to feed in whatever we decide to showcase, form the mutliple sources. Perhaps our unpatience to use aggregators easily on the web site made us insist on the "entry point".
  • Peter Ballantyne: Dear Simone... thanks for sharing this excellent write-up of the continuing (never-ending?) communications and knowledge sharing story at CIAT! Congrats to all the comms/capacity/info/knowledge teams! One point I worry about : "CIAT needs one large, active and dynamic entry point" .. I fully agree with the need for integration and paying attention to overall 'architecture' of knowledge, information communications. In the context of social media, I don't see the value of "one, large" entry point for the type of work we do. It seems totally contradictory. The massive opportunity - and challenge - that I see with social media is that there are so many entry points! It is no longer possible for ILRI or CIAT - or anyone else probably - to even think about having 'a' single comprehensive space for all people, for all uses ... The 'social' web is about people building their own 'entry points' to knowledge,it is not about organizations like us building entry points 'for' them: We can certainly help in these processes however - as Google - a very large entry point - for example is helping us. The biggest change I see is that we each need to create our own personal, group, team, and other social comms environments ... which is perhaps the ultimate challenge, getting each of our colleagues and ourselves to manage our personal spaces in a smart way (beyond email and beyond web site 'visiting'). As corporate people we need to make sure that 'we' (all the organization) can easily and effectively 'be' in, and be engaging and interacting in, as many of those other people's spaces. As good citizens and neighbours, we can help and guide people by creating some order and structure to what we ourselves do and produce, and even support some spaces for us and others to use - but let's not delude ourselves that we are providing 'the' entry point! People are diverse, thankfully, and our web strategies need to be diverse. Our centers used to have (still have?) 'central' comms and knowledge teams to manage all of this, the trend I see is for many (all?) staff to ultimately be explicitly communicating in whichever spaces best suit them and their messages. I want lots of people sharing and communicating. I don't want to control all of this and channel it though 'an' entry point. I can try to influence which tools they might use and where they might choose to interact, but ultimately, and especially as colleagues get more smart and savvy communicators, all I will be able to do is try to cleverly 'harvest' their efforts and hope they use the open tools, principles and standards that I advocate and which I think will make my, and their, lives much more easy. A long time ago I argued to the KM4Dev community that websites (in the development sector) need to be 'jumpy' - not 'sticky'. Our business is totally unlike a private company - which wants us 'stuck' in their web sites while they empty our wallets and plant cookies. I still think that helping people 'jump' off our sites and services - to better places - is something we need to do; and for which social media can help. Trying to get everything - and everyone - into one entry point, I think, is to miss the point completely!
  • Peter Casier: In retrospect, I might add "one thing", to Simone's "one thing-list": "What is your biggest surprise related to social media"... Then my answer would be two fold: It always surprises me how many people are interested in the "stories" we have to tell. And we always underestimate our own work, and the amount of people who are interested in our work. Every story is worth telling. Even if it is our daily work, which we often see as "booooring": another day in the lab, another day of field work, another day of sampling seeds,.... People *are* interested... And on the other hand, I am always surprised how many people we can reach with our social media networks, how fast it can spread and how far it can reach. - - Of course we all know about the funny YouTube videos that spread virally. Sharing our daily work, can spread just as far. Maybe not reaching millions of people, but certainly going much further than any other media... Good luck to you all, and thanks again to Simone and Nathan for the support! Peter
  • Nathan Russell: In addition to the other lessons and insights mentioned in Simone's interview with Peter Casier, I got from his visit a glimmer of the hard work involved in using social media to build networks of people who can help make the connection between useful content and ever-widening audiences.
  • Guy Henry: lesson 1: introduce dynamics in static research websites... lesson 2: get the most out of twitter, facebook etc challenge: formulate a strategy based on cost-efficiency and maximizing impact
  • Communities of Practice Clinic at the Rome Share Fair | The CIAT Capacity Blog: [...] also Simone Staiger’s blog on Etienne Wenger’s key note at the Share Fair Share and [...]
  • Tina Farmer: Very useful session -- helped us focus; gave us new perspectives to think about; provided great suggestions and provocative imagery. Now looking into practical ways forward - including checking out new tools with colleagues. Peer assist is a great way to brainstorm on a specific issue.
  • Simone Staiger: Comment from Mark Lundy, CIAT, Agroenterprise and Learning Alliances Simone, thanks for the updates from the Share Fair. I think that the three points that you highlight from Etienne's talk are valid. My own limited experience in facilitating multi-stakeholder learning networks aligns well with these success factors. For example, at the end of the first phase of the Central American Learning Alliance we had a wealth of social artists -- at least one from each participating agency -- fully committed to the idea of collective learning. Over time this wealth eroded as people were given promotions (the vast majority), different responsibilities or left the organization. One point of current discussion among learning alliance partners is how to develop a second and third line of social artists through participation and mentoring to step in when personal or organizational change takes its normal toll. Training people is difficult but perhaps a process of self-selection and mentoring is useful? Tensions between noble mission and bureaucracy. I could not agree more with this. Engagement with partners is often seen as an afterthought since it is difficult to report on and mostly invisible in internal reporting / assessment forms. Perhaps we need space / structures to channel the passion of R4D practitioners and then a linked set of people who are good at the transversal side of things? Not everyone can or should do both. Finally, CoPs as a strategic piece of work. This is something the CGIAR continues to struggle with. Are partnerships and CoPs strategic research or merely delivery mechanisms for upstream scientific outputs. Currently from my small perspective is seems that the later still dominates. Much of the difficulty in seeing CoPs as strategic lies in the tensions identified in Factor 2. How can you be accountable when you don't know what your (general) outputs will be at the outset of a CoP? Not knowing is anathema to a bureaucracy that wants to measure everything a priori. As a result it is difficult to sell CoPs as anything but marginal activities even when evidence exists showing their strategic nature and results. This kind of discussion should be taking place -- and in all fairness probably is -- in spaces within the CGIAR like ILAC and others. Despite this, it has not yet permeated the thinking at the level of CRPs.
  • Maarten: Hi Simone, a good post which in my view captures the most important elements of what we hear this morning from Ettienne. I will surely use your post to share it all with others.
  • Enrica Porcari: Dear Simone and all   Good things are worth waiting for! This is excellent! Thank you again for all for making this possible!   And this publication is released just before we launch the next global sharefair . Showing real continuity and commitment!   Best, Enrica CGIAR Consortium Office
  • Edith Hesse: Felicitades por esta publicación muy util. Las ferias del conocimiento se siguen organizando en muchas partes del mundo y por lo tanto la documentación en este formato es altamente relevante. Gracias por este esfuerzo muy especial y apreciado!